The fintech ecosystem is thriving in Brazil. According to the study "Fintech in Latin America and the Caribbean – a consolidated ecosystem with potential to contribute to regional financial inclusion," published in June of this year by IDB, Brazil is the country with the most platforms of this kind in Latin America, accounting for 24% of the total. Additionally, 21% of them are in the payments vertical; 19% in loans; and 13% in corporate financial management. Furthermore, the 2023 "Fintech Deep Dive" research by PwC indicates that only 6% of fintechs currently operate with an exclusive focus on B2C, offering solutions for the end consumer, which suggests a market potential ready to be explored.

Aware of this trend, some companies have already offered payment solutions to customers, combining technology with financial services: Vivo, through Vivo Pay, recently received authorization from the Central Bank to operate as a credit fintech – previously the service was called Vivo Money and included loan services; Natura is gaining market share with Emana Pay, used to meet the financial and payment solutions needs of the group's consultants.

In this scenario where several companies and retailers have swallowed up banks, many sectors can offer financial solutions directly to customers, facilitating transactions and improving the purchasing journey with more personalization, in a movement calledembedded financewhen non-financial companies originally begin to offer such services. An estimate by Deloitte, a consulting, auditing, and management firm, showed that by 2026, embedded services are expected to generate R$24 billion in revenue, with a focus on the retail, consumer goods, and other service sectors, which account for more than 35% of GDP. With more and more companies and retail transforming into fintechs in thisboomof opportunities, payment solutions platforms can act as intermediaries between the company and the client by offering a complete structure for the payment service.embedded finance.

This is the case of RPE – Retail Payment Ecosystem, which has been working to consolidate embedded financial services in other segments outside traditional retail, covering various clients who wish to diversify their own revenue. Today, some of the clients already using the RPE – Retail Payment Ecosystem service are Grupo Pereira, a retailer operating in five states and the Federal District; MartMinas, a wholesale retail chain; Condor, a supermarket chain; Tenda Atacado, a self-service retail segment; Cassol; Lojas Torra, a fashion retail chain; and Avenida.

Pedro Albuquerque, co-founder and Director of New Business at RPE, comments that, overall, some companies are unaware that they can also benefit from this market. "There is a difference between"embeddingfinances in companies that are in retail and in companies from other sectors, but that are also retailers. It's easier for me to tell a supermarket that it can offer a card to its customer than for a cosmetics store, but both can and benefit from it," he analyzes. According to him, what the other sectors lack is a bit more maturity to understand the benefits of starting inembedded finance, knowing what investment is necessary and also how much more loyal the customer will actually be after contracting an embedded financial service.

Here at RPE, we focus on payment solutions for retailers across various segments. If the retailer has an e-commerce platform, they can use our tool to better understand the customer. With it, they can offer a more digitized shopping experience. Whether they are an e-commerce retailer or not, they can also offer pre-approved credit for a specific customer profile, which they identify through their own CRM tools combined with RPE's payment journey tools. For example, if the consumer clicks on a specific model of a blue shirt at a certain price, multiple pieces of information about their interest in the product are triggered. When they enter a physical store, pick up a product, remove it from the shelf, scan the product, and put it back on the shelf, they also generate various data about their shopping behavior, which can be collected and analyzed using the retailer's CRM tools. Among these distributed data points is payment behavior—how the customer behaves at the moment of payment. This is where RPE comes in, bringing technology and a seamless journey for the customer to make the purchase. So, what happens is the integration of the customer's CRM tools with RPE's payment journey tools. In this way, the purchase ensures the retailer greater engagement and a more loyal customer, boosting retail sales and generating profitability for the retailer," explains Pedro, noting that these data are still used very minimally by Brazilian retailers.

The specialist cites the credit card as another important tool for customer loyalty, which helps to understand their purchasing behavior and deliver the best possible solution for their needs. "Purchasing with a card is another piece of information that the retailer can use to understand how to offer a more targeted deal to what the consumer needs, utilizing data intelligence behind it. If the retailer does not have their own card, they lack that information, so having their own financial service ensures more autonomy and is another way to generate profitability for the business," reiterates the specialist, ensuring that offering their own financial services is a scalable opportunity.

"The first step the retailer can take is to understand the business model and offer their own card. From there, later on, they can offer a cardless journey, transacting with biometrics, for example, bringing more security and digitization to the process," complements Pedro.

“RPE solutions are hosted on serverscloud, ensuring scalability and security on festive dates, such as Black Friday and Christmas, when the volume of transactions grows exponentially and retailers cannot lose performance and quality, especially in shopping and payment journeys, so that the retailer can continue to serve customers as expected”, he concludes.

Small and medium-sized enterprises face the constant challenge of growing and standing out amidst rapid transformations and high market competitiveness. According to a Sebrae study, half of the businesses close before reaching five years, with lack of planning being one of the main reasons for this rate.

With this in mind, strategic planning and networking are essential tools for SMEs. This is because, in addition to being able to increase revenue and build solid businesses, building a strong network of contacts can help overcome barriers, especially for companies with limited resources.

SecondSamuel Modesto, accountant graduated from FACAPE, tax specialist from FJN-CE and author of the book “Beyond the Numbers”The definition of strategies is essential for SMEs to achieve their goals. "When you work with clear goals and a plan aligned with market needs, you can better utilize your resources, reduce expenses, and identify opportunities that drive revenue," he explains.

How to define strategies and expand professional contacts

Strategic planning is not just a tool for short-term growth, but also for building solid and resilient businesses over time. Modesto also emphasizes the importance of networking as a strategic advantage for entrepreneurs. "Sharing experiences and building connections help open doors, generate partnerships, and even access markets that, on their own, would not be possible to reach," he states.

For companies looking to boost their results, the first step is to map clear objectives and set priorities. Modesto suggests dividing goals into short, medium, and long term, establishing performance indicators to measure progress. "An efficient plan must be constantly reviewed. It is essential to adjust strategies as the market changes and new opportunities arise," he warns.

Regarding networking, the tip is to start by participating in industry-specific events. Prepare beforehand: bring business cards, get to know the participants in advance, and have a clear pitch about what your company offers. "Efficient networking is not just about exchanging contacts, but building value-based relationships rooted in trust and mutual collaboration," reinforces Modesto.

“Business Connection”: event creates bridges to business success

During the “Business Connection” event, which takes place in Petrolina (PE) on January 27, Modesto, with the participation of six other experts from the São Francisco Valley, will conduct an in-depth immersion on how to strategically plan to increase revenue and achieve the long-awaited financial stability.

Furthermore, the training offers the opportunity to utilize networking in a practical way. "Our goal is to provide tools that entrepreneurs and small business owners can apply immediately, optimizing processes, exploring new opportunities, and building professional relationships that add value to their businesses," says the mentor.